This full-page ad from the 1938 Winnipeg telephone book typifies George Moore's extensive use of advertising. Note the promotion of "plain" (unmarked) U-drive cars. The cab in the picture is a 1935 Nash Ambassador.

Taxi drivers, fearful of losing their livelihoods, started petitions urging the bylaw's repeal and gathered more than five thousand signatures. In the past labour organizers had accused Moore himself of instigating similar petitions, circulating them among his drivers and suggesting that failure to support the petitions would result in job losses.

Moore called for a flat rate of 45 cents for trips anywhere in the city. He accused city council of being gulled by the meter manufacturers and by the old line companies bent on "preventing the small man getting a foothold in the business."

The accusation was true enough since the old line companies really were hoping that regulation would decrease competition by raising barriers to entry into the cab business, but it sounded strange coming from the largest cab operator in the city.

Service Taxi, one of Moore's companies, not only refused to comply with the new minimum zone fare scale but also refused to take out cab licenses and operated illegally. Other small companies followed suit.